Levi's to Make Jeans from Recycled Plastic.

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Levi's will introduce a new jeans collection featuring designs containing a minimum of 20% recycled plastic bottles and food trays. Find out more about the green initiative.

More and more corporations are starting to think about the
sustainability and Levi's has managed to cause quite a lot of
excitement among fashionistas with concern for the enviromental
impact of their choices when Levi's® Water< Less TM was first
launched and the label declared it managed to reduce its water use
up to 96% in some cases. However, the brand isn't resting on its
laurels as it has tackled another ambitious goal with a new
collection known as Levi’s® Waste < Less TM.

The company will be incorporating at least 20% post consumer
recycled material in every design which carries the trademark. The
post recycled content consists of brown beer bottles, green soda
bottles, clear water bottles and black food trays. It is estimated
that on average, eight 12 to 20-ounce bottles are used per jean.
The company proudly declared its intent to encourage recycling:
“From the beginning, we have designed our products with purpose and
intent. By adding value to waste, we hope to change the way people
think about recycling, ultimately incentivizing them to do more of
it. This collection proves that you don’t have to sacrifice
quality, comfort or style to give an end a new beginning,” James
Curleigh, Levi's global president declared.

He also proceeded to explain that the efforts of improvement in
the area will continue: “With this collection, we’re doing our own
small part by taking waste and making something new from it. We
don’t just want to reduce our impact on the environment, we want to
leave it better than we found it. We are committed to making
products in ways that are good for people and better for our
planet.”

How exactly do old bottles and trays become new jeans? Well, in a
nutshell, after they are selected, these get crushed into flakes
and and made into a polyester fiber which is then blended with
cotton. Over 3.5 million recycled bottles are said to be used for
the spring 2013 collection. The styles conscious consumers will be
able to choose from are: for men Levi’s® 511TM Skinny jeans, a new
modern-looking Levi’s® 504 Straight Fit jean, and the iconic
Levi’s® Trucker jacket, while women will be able to purchase
Levi’s® Boyfriend Skinny jeans in a progressive fit.

The new products from the Levi’s® Waste < Less are scheduled to
hit Levi's stores globally and Levi.com starting with January
2013.

Photos: Thinkstock

Roxy Johnson

Typical beauty and fashion enthusiast, always looking out for the moment's hottest trends